Jim Beam

The community said:
Skateboarding has strong appeal to young people, is symbolic of youth, and requires alertness and care to avoid injury.

The adjudicators said: AARB:
The advertisement breaches the AARB Code as it has strong appeal to young people given the popularity of skateboarding among children and adolescents.

What the advertiser said:
No response

APC discussion:
Alcohol advertisers use gifts, prizes and competitions that have strong appeal to children and young people; the appealing nature of these promotions have a powerful effect, even if children and young people are barred from entering the actual competition.